• by Larissa Faw , May 11, 2016

New York-based Catch is helping to launch Nike's newest product line, Nike Vision. The performance eyewear for athletes is being designed in partnership with eyewear maker Marchon Eyewear and lens manufacturer Zeiss Optics. 

To support the rollout, Nike partnered with Catch to handle campaign strategy, creative development, production, paid media and social media.  Others brought in to work on the effort included Whitelist, which was enlisted for film production, the Exchange Lab for programmatic ads and Built for website design.

The digitally-focused “Your Eyes Have Evolved” marketing campaign includes three short online documentaries that detail the product’s story of innovation related to design, manufacturing and performance enhancement. A video providing the athlete’s perspective as told by American 400-meter hurdler Bershawn Jackson will debut next month. 

These videos are based on in-depth research conducted by Catch about athletes and their eyewear. The six-year-old agency spoke with professional, collegiate and amateur runners as well as coaches and sports psychologists to understand what they want in eyewear.

The campaign targets competitive and elite runners through media partners like Runners World, Competitor Group and Triathlete, as well as through Nike Vision’s social channels and paid media campaigns on Facebook, Instagram and Twitter. There is also a heavy push to coincide with the upcoming Summer Olympics in Rio.

"Digital channels give us the flexibility, reach and efficiencies to tell this compelling Nike Vision story and to reach the running community across all forms of content from performance, training, gear/appeals, running news, Olympics, NCAA track," stated Stephen Wraspir, media director, Catch. "Social platforms extended the reach and provided Nike Vision with the ability to engage with influencers who embody the performance aspect of the brand message."